A weekly Q&A with interesting people in the Australian Media Industry
Jules Lund
  • Name Jules Lund
  • Company TRIBE
  • Position TV/Radio Host
  • Interviewed by Social Diary on 3/12/2015
  • Q
    Describe your career path to date?
    A
    I worked as a motivational speaker for The Reach Foundation, then studied Graphic Design and Clinical Hypnosis. Radio was next, then 10 years travel reporting for Getaway, back to radio which led to Influencer Marketing.
  • Q
    What do you love about your job?
    A
    Every day there's a WOW moment. We're so new and progress is so fast that we're always learning new things, making connections with huge brands or influencers and seeing opportunities open up - we're absolutely loving it.
  • Q
    And what's not so great?
    A
    80hrs per week.
  • Q
    Describe your typical day?
    A
    I get up early and be a dad for an hour, then hit the office and involve myself in everything from app design, to brand meetings, event planning and marketing. We've got a small team so all hands on deck across the board. The in the afternoon I head into the radio station and host my national radio show The Scoopla show alongside the incredible, Emma Freedman. Home for dinner with my wife Anna and two girls, Billie & Indigo. After they're in bed, do a few more hours of work to get the jump on the next day.
  • Q
    You are the founder of TRIBE, an app that connects businesses directly with social media influencers; can you tell us about it?
    A
    You've described it perfectly. We are a platform that allows brands to simply and easily build campaigns and send these out to influencers via an app. We classify an influencer as an everyday Aussie with 5000 followers or more on Instagram, Twitter or Facebook. There are no upfront costs for brands, and influencers can make great money for the quality posts they submit.
  • Q
    What is the best experience you've had in your career?
    A
    Without a doubt it's TRIBE. I love seeing the business evolve so rapidly and how far we've come in just a few months.
  • Q
    You explain the notable opportunity of word of mouth marketing and the power of influencers, can you elaborate?
    A
    Influencer marketing is such a powerful tool. Influencers have crafted their tribes over years and have a very strong connection with them through recommending great products and brands. TRIBE allows brands to tap into those authentic recommendations and connect directly with hard to reach audiences via the influencer.
  • Q
    You work in TV and Radio, but have also crossed into the digital and influencer space, how do these areas compare?
    A
    Tech and digital is very fast moving, information is instant and continual progress is required. TV & Radio is exciting and I love the space, but have to admit I'm excited about what I've learnt and am yet to learn about tech.
  • Q
    Social media is pivotal to your job, how has it changed and impacted your direction since you started out?
    A
    When I ran the Fifi & Jules facebook page, I became obsessed with engagement and how to win over and keep audiences. At the same time I was building my own audience and was getting offers from brands to talk about them. My experience on either side helped shape the TRIBE concept.
  • Q
    The media landscape is going through a period of dramatic change - where do you see it in 5 years?
    A
    There's no doubt it's changing. I don't feel the big traditional channels will ever lose their place, but certainly performance-based advertising that's focussed on user habits, preferences and location is a strong proposition for brands. The ability to target will only get stronger and stronger.
  • Q
    Do you enjoy attending industry events, and if so - which are your fave kind?
    A
    Sometimes I wish I didn't enjoy them so much, but I do! I love hosting the Logies red carpet each year and interviewing guests at nights like the Arias. But without question, there's no better party than Melbourne Spring Racing Carnival. Love it!
  • Q
    If you weren't a presenter and founder of TRIBE, what would you be?
    A
    Unemployed. Having said that, I've always been able to hustle and make great contacts. I'm a very visual person, so no doubt I'd be in design, photography or documentary making.
  • Q
    Where to from here?
    A
    TRIBE. We've got an idea about where we want to get to in the next two years and it involves more countries, so that's my focus alongside more crazy adventures on radio with Southern Cross Austereo.
  • Q
    Your Instagram/Twitter:
    A
    @JulesLund (Twitter)
    @juleslund (Insta)